Maximize Your ROI with Google Pay-Per-Click

One topic we’ve received a majority of questions about is Pay-Per-Click Advertising (PPC) and the best ways to achieve the maximum ROI from services like Google AdWords. As PPC becomes more competitive among real estate agents, the need for optimized bidding, carefully-selected keywords, and strategic campaign management continues to increase.

In this installment, you’ll eavesdrop on an actual Google AdWords consultation call between me and SuccessWebsite® member Keri Shull.

The call provides a valuable real-world insight into Keri’s business, and how she keeps new leads coming down the pipeline to feed her growing team of agents. Even better, you’ll see how her website integrates with her AdWords campaign to convert her ad traffic into leads – valuable information that’s often missing from other PPC educational resources.


Master the Google AdWords Networks

Posted by on Aug 2, 2012 in Marketing Strategies, Training Program | 0 comments

Whether you’re just getting started with Google AdWords, or you’re a seasoned veteran,
regular review and optimization of your ad campaigns is important to ensure you’re getting
the most website traffic and highest-quality leads for your budget. Monitoring your ad reports helps you identify key factors that can impact your performance.

One such factor is Google’s Display Network. Many agents don’t realize that Google distributes your ads in two different ways: via the Search Network, which includes the Google search engine and partner websites, and via the Display Network, which presents ads on blogs, merchant sites, and any other sites that subscribe to it. Search ads are presented in response to search terms entered by the user, while Display ads are essentially the same as banner ads, presented at random. And due to its much larger size, most ads generate far more impressions on the Display Network.

Display ads can sometimes be effective, but it’s clear that that Search ads usually drive more and higher-quality traffic to your website. In today’s AgentSecrets video event, we look at this important difference, and show you how to fine-tune your campaign settings to generate more ad impressions on the Search network. If you’ve been less than satisfied with your AdWords performance, this actionable content could give you the boost you’re looking for.

SPECIAL OFFER for a limited time for AgentSecrets members:

Sign up today for the 30 Day Test Drive of the SuccessWebsite® Solution, and we’ll give you a $100 credit towards your first month of advertising on Google. Our AdWords-Certified specialists can help optimize your current campaigns, set up new ones, answer your questions, and get your Pay-Per-Click marketing on the right track. To get started, please contact me at Kristie@SuccessWebsite.com for more information on our Google AdWords Management program.



Maximize Your ROI with Google Pay-Per-Click

Posted by on Jul 25, 2012 in Start Here | 0 comments

One topic we’ve received a majority of questions about is Pay-Per-Click Advertising (PPC) and the best ways to achieve the maximum ROI from services like Google AdWords. As PPC becomes more competitive among real estate agents, the need for optimized bidding, carefully-selected keywords, and strategic campaign management continues to increase.

In this installment, you’ll eavesdrop on an actual Google AdWords consultation call between me and SuccessWebsite® member Keri Shull.

The call provides a valuable real-world insight into Keri’s business, and how she keeps new leads coming down the pipeline to feed her growing team of agents. Even better, you’ll see how her website integrates with her AdWords campaign to convert her ad traffic into leads – valuable information that’s often missing from other PPC educational resources.

What do you think about Pay-Per-Click? Do you have any ideas, tips or success stories to share? Please add your feedback and questions to the comments below!


Your Best Social Marketing Strategy is You!

Posted by on Apr 3, 2012 in Marketing Strategies, Social Media, Training Program | 0 comments

Your Best Social Marketing Strategy is You!

I may be preaching to the converted, but who here often finds themselves floundering when it comes to getting results from Social Media?

Despite all the positive benefits of developing a Social Media presence, many agents continue to resist blogging, Facebook, and Twitter. The reason I hear the most is “I don’t have enough time”, but I think secretly they fear they won’t know what to write about. I say this because, in fact, that’s the second most common reason I hear!

This seems odd, since talking to people and giving opinions on real estate matters is basically the successful agent’s job description. Yet it’s amazing how such personable and outgoing folks become wallflowers when it comes to getting social online.

I recently interviewed real estate broker, coach, and longtime SuccessWebsite member Danny Griffin on this topic, and together we came up with a list of the top blog entries every agent should post to get started on the right track. Though there are many other topics you could write about, strictly for their SEO benefits, these are important to introduce you, set a friendly tone, and demonstrate your expertise. Here are the top three on our list:

1. About You:  Who you are, why you got into real estate, your service philosophy, etc. When people visit your blog, they want to identify with you. Show them what you’re all about.

2. Answer the most common question(s) you are asked by your clients: This will begin to establish you as an authority and trusted adviser. Ask for your audience to participate and post more questions or comments for you to respond to.

3. Warn people about the most common mistake(s) you see in real estate: How can you save someone from making the same mistakes by reading your blog. Share stories to illustrate how these mistakes could have been averted. This type of sharing makes you more personable and will make it easier for your audience to connect with you.

Seems simple enough, and you probably could have figured them out by yourself, but where do you go after this?

Today, we’re releasing our latest no-cost-or-obligation edition of our AgentSecrets.com Video Series titled “Top Social Marketing Strategies for Real Estate”. The first installment is the interview with Danny, and it’s the most exciting and inspirational talk I’ve heard on these topics in a very long time. Danny talks about connecting with your passions, the very things that you love most about your career, to find an endless stream of topics to write about, as well as the energy to keep going when it feels like no one’s listening.

There’s lots of practical information in this interview. Danny lays out simple strategies for getting started with your blog, including shooting and posting video entries. And we give you more of those top blog posts every agent should write, along with reasons why they are so effective.

So get out there and join the social media party! The benefits to your business are well worth the effort.

How To Maximize Your ROI with Google Pay-Per-Click

Posted by on Mar 7, 2012 in Campaigns, Search Engines, Training Program | 1 comment

How To Maximize Your ROI with Google Pay-Per-Click

Pay-Per-Click Advertising (PPC) is intimidating to many agents, and it’s not hard to see why. There’s a whole different mindset involved in moving to a paid advertising model, especially when you’ve been relying solely on referrals or working with free online classified services like Craigslist. Return on investment (ROI) suddenly becomes a much bigger consideration.

As a SuccessWebsite® Google AdWords Specialist, I spend a lot of time discussing ROI with agents, and optimizing their accounts to improve it. I recently recorded an interesting call between myself and SuccessWebsite member Keri Shull. Keri has a growing team that is hungry for leads, so it’s imperative that she keeps them coming down the pipeline. As usual, I applied our unique keyword selection and budgeting strategies to help her get the most traffic from her marketing budget. But, in addition to that, while reviewing the landing pages linked to her ads, we also discovered that Keri’s IDX page was actually bleeding potential leads away from her website!

This example points out something very important. While the benefit of PPC is that you get guaranteed traffic to your website, remember that traffic doesn’t necessarily equal leads!

There’s more to this process than just fine-tuning AdWords – your website needs to be optimized as well, to make sure you get the name and contact information from all those visitors. Put more simply, your PPC campaign is bigger than just the search engine it runs on.

I find this point is overlooked by most PPC training. In my opinion, the best resources are the experiences of actual real estate agents, like Keri, who can show you how they’re using PPC in their businesses, and give you ideas on how to do it in yours. That’s why I’m happy to introduce our latest AgentSecrets Video Series entitled “Maximize Your ROI with Google Pay-Per-Click”.

Part 1 of this FREE limited-release goes live tomorrow, Wednesday March 7th, at 2pm EST.
Click here to register.

In the first installment, broadcasting this week, you’ll eavesdrop on my call with Keri, and see exactly how we worked on her AdWords account, and improved the lead capture of her landing pages. Even better, we’ve included the follow-up call, and how the changes we made to Keri’s campaigns improved her results (and ROI).

Then, over the next three weeks, we’ll expand on these PPC tactics, going further into keyword selection, optimizing your ad budget, ad targeting, and tracking your results with Google Analytics. And because Google isn’t the only game in town, we’ll also extend these ideas to other PPC services, Facebook, LinkedIn and Bing.

We had an excellent response to our previous series on Craigslist, and this one is going to be bigger and better! Join us and find out how you can make Pay-Per-Click click for you.

Got The Right Personality for Online Success?

Posted by on Feb 28, 2012 in Training Program | 0 comments

Got The Right Personality for Online Success?

After reading an article by Steve W. Martin from the HBR Network on the “Seven Personality Traits of Top Sales People”, it struck me why some people are almost born to sell. They garner trust and authority by having the right mix of modesty, knowledge and confidence.  And because I specialize in helping real estate agents market their services online, I’ve devised an online strategy that will assist you in using those personality traits to gain trust and influence from your online audience

1. Modesty. Contrary to conventional stereotypes that successful salespeople are pushy and egotistical, 91 percent of top salespeople had medium to high scores of modesty and humility. “

I can’t tell you how many real estate sites I see every day that have “John Smith Realtor – #1 In Sales Worldwide!” plastered right across the top of their homepage.  Yes, it took a lot of blood, sweat the tears to get that distinction, but does it need to be the first thing people see when they visit your site?  This kind of accolade is best suited for an awards page or a page that is specifically about you that people can visit if they wish.

2. Conscientiousness. “Eighty-five percent of top salespeople had high levels of conscientiousness, whereby they could be described as having a strong sense of duty and being responsible and reliable.”

When leads come through your website follow-up!  Call them back and send follow-up emails.  In a perfect world, everyone would pick up the phone and call you to let you know that you’re the one for the job. But that’s not realty.  Every time you get a lead through your website, especially if there is a valid phone number, there is no better way to show you are a responsible and reliable individual than to follow up and provide more information to the prospect.  In fact, over 75% of home buyers and sellers end up working with the first agent they speak too.

3. Achievement Orientation. Eighty-four percent of the top performers tested scored very high in achievement orientation. They are fixated on achieving goals and continuously measure their performance in comparison to their goals. “

When developing a web marketing strategy, the first step is to set your goals.  Most of you may just want a website that magically generates leads with little effort or cost.  Some of you would even ask if we could do the follow-up calls! However, I do have quite a few clients that are genuinely interested in learning more about how to market their website to generate more leads and are very diligent about making sure they learn what is required to meet their own personal goals.  These clients end up being the best ones because they make a personal choice to take the time to learn and always benefit from their achievement.  Always set goals and devise an action plan that will help you meet them.

4. Curiosity. Curiosity can be described as a person’s hunger for knowledge and information. Eighty-two percent of top salespeople scored extremely high curiosity levels. “

One of the things I love most about Realtors is they’re hunger for knowledge. The fact that there are probably more coaches and training in real estate than any other profession is a good indicator of that.  You love to soak up information and learn more and more until you feel your head will explode.  This is great if it’s coupled with action.  If all you do is learn and never act, you’re at a standstill.  I always encourage my clients to learn new things and then put them into action right away.

5. Lack of Gregariousness. “One of the most surprising differences between top salespeople and those ranking in the bottom one-third of performance is their level of gregariousness (preference for being with people and friendliness).”

This is an interesting one.  You are in the people business right? You should be the most friendly, personable mover and shaker around.  Wrong.  Top salespeople acquire a level of dominance that encourages obedience.  If you are too friendly with your clients you are at risk of loosing that. This becomes a real issue when it comes to things like facebook and twitter.  It is extremely important to use these social media platforms to establish your position and share your knowledge and expertise. Therefore, when the time comes to represent them, you will already be in a position of authority and power.

6. Lack of Discouragement. Less than 10 percent of top salespeople were classified as having high levels of discouragement and being frequently overwhelmed with sadness. Conversely, 90 percent were categorized as experiencing infrequent or only occasional sadness.”

The power of positivity can go a long way.  Yes, there will be days when you make phone calls and people  don’t want to talk to you.  Having a follow-up plan and sticking to it is your best strategy for remaining positive.  Using an effective follow-up script can get you through those tough calls and give you that extra boost of confidence. I like to provide my clients wit a follow-up script that is designed specifically for web leads and getting them to the next level.

7. Lack of Self-Consciousness. Self-consciousness is the measurement of how easily someone is embarrassed. The byproduct of a high level of self-consciousness is bashfulness and inhibition. Less than five percent of top performers had high levels of self-consciousness.”

Most of the top performers that I work with are not afraid to ask for things or tell people about their business. You have to be willing to go out and ask for those testimonials, hand out those “Just Listed” cards, tell people about your website and how great it is.  If you wholeheartedly believe that what you have to offer is valuable and unique, it will be much easier to sell.

Put The LOVE Back Into Your Craigslist Relationship

Posted by on Feb 13, 2012 in Campaigns, Marketing Strategies, Promoting Your Site, Training Program | 1 comment

Put The LOVE Back Into Your Craigslist Relationship

Happy Valentine’s Day! Today is the perfect day for me to share with you my LOVE of Internet Marketing and some useful information that could help you capture a lot more leads.

Craigslist is a great (and FREE!) service for promoting listings and special programs, but it can be quite tricky to get quality leads from your ad posts resulting in a LOVE/HATE relationship for many real estate agents. You’re not only competing for eyeballs with a huge number of advertisers, but you also have to struggle with Craigslist’s mysterious enforcement policies, which can lead to your ads being “flagged” or “ghosted”. So, in the spirit of Valentine’s Day, I am going to change that paradigm and show you how to put the LOVE back into your Craigslist relationship.

To this end, we must first understand that it IS possible to generate good quality leads and website traffic using Craigslist, if you stick with it and are consistent. The key is to develop a strategy that works for your market. Of course, Internet Marketing Specialists like my colleagues and I can help you with this, but wouldn’t it also be great to talk to other agents who are doing well on Craigslist, and find out what they do? How much time, trial-and-error and effort do you think their experience would save you?

This week, SuccessWebsite® Video Seminar Series is launching “Craigslist Ad Secrets Revealed”, a new part of our AgentSecrets program. In these live events, I interview some of our top-producing members about how to advertise effectively on Craigslist. These agents are getting stunning results with their lead generation, despite many of them being fairly new to Internet Marketing. They’re ordinary people who have discovered what’s working, and are eager to share how they achieved their success because they wish this information had been around when they were starting out.

And it’s about more than just Craigslist too, because most of these strategies can be applied to ANY online classified ad service, including eBay/Kijiji, Backpage, OLX, and even Facebook Marketplace. You’ll get new ideas on using these other services to drive more traffic and capture more leads.

I’m excited to get started with this new series, and I know it will help you learn to LOVE Craigslist!

The Real Estate Web Marketing Checklist

Posted by on Sep 14, 2011 in Training Program | 0 comments

The Real Estate Web Marketing Checklist

I love Realtors!  And as a tech support representative for a web design and marketing company, you would assume a statement like that was steeped in affectation or sarcasm.

But I do honestly love working with Realtors. Yes, there are common traits that some of you possess that I do have to deal with on a daily basis (i.e. ADHD, extreme fear of computers and technology, lack of patience etc.) but for the most part, I find you all to be highly entertaining and personable human beings who have a real thirst for knowledge and a genuine appreciation for good customer service.

Yet, I can’t help but think of what it would be like to be in your shoes.  How would I use my web marketing knowledge to run online campaigns and attract new customers?

Here is my top 10 list of things that I would do if I were you.  

1.  I would make sure that I had a website that was optimized for lead generation with a clear call to action on each page so by the time I get my ads in place, my website is already setup up and ready to go. My website would be ready to notify me when new leads come in so I can follow-up right away.

2.  I would start a blog to target my ideal audience. My first post would be about why I chose to be a realtor and the reasons I do what I do other than just to make money. This information “About Me” helps to boost loyalty and trust.

3. I would start to collect information and write about my prime areas to build keyword rich content that will attract new visitors to my website.  This information would be in the form of community pages, blog posts along with lots of great photos of the area.

4. I would use social media channels like facebook, LinkedIn and twitter to build my target audience. Once my facebook business page was setup and optimized and my Twitter and LinkedIn accounts were setup, I would place links like the ones below on all of my correspondence (i.e. email signature, website homepage, newsletters etc.) These links would include their own Call To Action and provide compelling reasons why people should find me and follow me on these channels.

5. I would network with local businesses and setup affiliate links and pages within my website.  I would also regularly tweet and post messages on my blog and facebook page to bring more attention to these businesses and help to empower them and build their web presence.

6.  I would shoot interviews with local builders and business owners to increase their profile online and provide valuable video content people in my community

7. I would gather as many video and written testimonials as possible from the people I’ve helped and worked with, and then post this content to my website, blog & YouTube channel.  Then I would drive traffic to this content from my Twitter and facebook accounts.

8. I would plan open house tours to bring as many people in my community as possible together to show them what is available in my marketplace.

9. I would get a professional photographer to take my photo and make sure it was not from 1982.

10. I would stay focused on two things: Building my presence online by doing all of the above plus some local print advertising like Just Listed postcards and brochures to increase awareness offline & generating a steady stream of new leads to my website through PPC services like Google AdWords, Bing & Facebook.

I would not be threatened by what other agents in my market are doing, but rather be inspired and try to learn as much as possible from those who are clearly making it work.

And lastly, I would not focus on the “what” or the “how” of what I do, but the “why”.  And the why should always include a genuine passion for helping people achieve their goals and get the best deal possible when buying or selling their home.

But that’s just me.

Kristie Filion - AgentSecrets.com

Kristie Filion has been with SuccessWebsite for that past 10 years developing and designing web systems for Real Estate professionals. Helping clients generate high quality leads is her specialty.

http://activerain.com/blogs/kristierfilion

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December 2010 Release… Improved Site Interactivity.

Posted by on Dec 29, 2010 in SuccessWebsite Info, Training Program | 0 comments

December 2010 Release…  Improved Site Interactivity.

Our web development team has just released some new optional features for your SuccessWebsite.

The NEW Related Content Search Tool provides quick links to different reports articles based on the common words and phrases that appear throughout your website. For example, a prospect reading a report on how to obtain a mortgage might see an information symbol beside the word “mortgage” – moving their mouse pointer over this symbol will pop up a box listing your other reports about mortgages on the site.

This allows the site user even more ways to self direct their navigation. The related content is automatically ranked by relevancy based on the currently viewed content. Filtering can also be applied based on current buyer and/or seller preferences making it easier to interactively find exactly the best content for their situation. You can also cross link between multiple sites in the related content.

SuccessWebsite Related Content Tool

In addition we have increased both the content and interactivity of your website, further positioning you as the most knowledgeable and qualified expert in your sales area. Highlights include:

  • NEW Special Reports on a range of topics, including Investment Properties, Vacation Homes, and Renovating.
  • NEW Graphics on page headers and in special reports, conveying more information and visually distinguishing different pages.
  • NEW Audio Summaries of reports, presenting the information in a different form.

You can review these features here. This link will take you to an example of our NEW Real Estate Glossary page, where you can see the Related Content tool in action, and quickly navigate to reports to see the new graphics, audio and reports.

As always, we invite your feedback in the comments below.

Feedback from Today’s Coaching Call with Steve and Craig Proctor

Posted by on Aug 11, 2010 in Coaching | 7 comments

Thanks to all who joined us for today’s coaching call. We hope you found it informative and inspiring.

We want your feedback! Remember, we are committed to your success – and that begins with an understanding of what you need and what’s working (or not working) for you.

Please submit your questions, comments, thoughts, success stories, and ideas, to the comments below.

The NEW Internet Search You MUST Know About!

Posted by on Jul 16, 2010 in Hot Strategies, Marketing Strategies, Promoting Your Site, Search Engines | 0 comments

The NEW Internet Search You MUST Know About!

Okay, you’ve been working diligently at optimizing your website on search engines like Google. (What’s that? You haven’t? Well then, you might want to look at some basic info on search engines, then come back and read this post.)

You’ll probably have realized two things by now:

  1. Unless your search keywords are localized (ie. “real estate Sarasota” versus just “real estate”), you’re probably competing with everybody on the Internet instead of just businesses in your area.  Not only that, but a lot of your site visitors will probably be from out of town.
  2. If your keywords aren’t focused (ie. “foreclosure properties” versus the more general “real estate”), you probably get a lot more “junk results” in your search.  Again, this is because you’re competing with all the other “real estate” people out there, as opposed to just the ones who specialize in “foreclosure properties”.

These are legitimate concerns, and things you must take into account when promoting your website online.  A prospect in your area is probably more useful to you, and easier to convert, than somebody in a different city, so it’s in your best interest to create optimized searches using local, focused keywords.

But… what if I told you there was also a way to improve your search results with general terms, and virtually guarantee those visitors are local to your area?

Plus!! This method also lets you provide more information about your business, including customer reviews, special offers, and local news, inside the search results, before they even get to your website!!

(more…)